Analysing Aston Martin's Supply Chain Resilience Post-COVID-19

This report examines Aston Martin's supply chain resilience in the face of the COVID-19 pandemic. It begins by introducing Aston Martin, detailing its operations and pre-pandemic business model. It identifies key suppliers, such as Mercedes-Benz, and explores how the pandemic disrupted the supply chain, forcing adaptations in the business model both upstream and downstream. The report also discusses government assistance received and its impact, along with the strategic choices implemented by Aston Martin to mitigate disruptions and maintain competitiveness. Key strategies include forming a supply chain council and adopting digital technologies. The analysis concludes with recommendations for enhancing future supply chain resilience, emphasizing proactive risk management, supplier diversification, and continued investment in technology to ensure operational stability and growth. Desklib provides access to similar solved assignments and study resources.

Supply chain resilience
in large organisations

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
Briefly introduce and describe the organisation.....................................................................4
Briefly describe how and why their business and customers were affected by the pandemic4
Identify A Key supplier in their supply chain (vital supplier)................................................5
PART B............................................................................................................................................5
Identify if and how the chosen organisation had to change their “business model” with respect
to their supply chain (up and down stream) because of the pandemic...................................5
Identify and describe any Government/State “assistance” that the business and/or supply chain
have received3 what has been the effect of this aid...............................................................6
Describe if and how the supply chain has needed to adapt for the chosen organisation as
affected by the factors concerning the pandemic...................................................................7
List the key supply chain related, strategic choices that the organisation has implemented..8
PART C ...........................................................................................................................................8
RECOMMENDATIONS.................................................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Supply chain management is considered as key function of a business in which a
company focuses on development of a systematic approach in maintaining supply of goods and
services (Cheng, and Lu, 2017). All major companies focus on development of engineering
based activities in order to perform effective operations. In this report, example of Aston Martin
company is taken into consideration which is a multinational car manufacturing company. The
company was founded in the year 1913 and is headquartered in Gaydon, United Kingdom.
Aston martin is specialised in manufacturing sports and luxury cars in order to lead the
marketplace. In this project how and why business and customers were affected by the COVID-
19 pandemic. This project includes role played by supply chain management in order to facilitate
all major operations of a company. This project also includes role of government in impacting
supply chain and strategic choices applied by a business entity to develop supply chain.

MAIN BODY
PART A
Briefly introduce and describe the organisation
Aston Martin company is a leading car manufacturer company of United Kingdom which
performs key operations. The company is expert in manufacturing of luxury sports cars and
grand tourers. The CEO(Chief Executive Officer) of Aston Martin is Tobies Moers who is an
enthusiastic and passionate leader. Company has established great milestones in car
manufacturing sector like its DB5 model was used in James Bond's Movie named Gold Finger.
Sports cars manufactured by Aston Martin are considered as regular British cultural icon which
is a great achievement for company. Aston Martin Works classic car department, which focuses
on heritage sales, service, spares and restoration operations. The company also has a Formula
one team which is headquartered in Silverstone. Aston Martin's main car models include 1924
tourer and 1923 Razor Blade team cars which are very popular.
Briefly describe how and why their business and customers were affected by the pandemic
In the year 2019, COVID-19 emerged as a major pandemic which created a major impact
on all operations of Aston Martin. COVID-19 steadily impacted on key operations of all major
international and national marketplace, which negatively impacted on revenue and profitability
of Aston Martin. The Lock Down created by government of United Kingdom led to shut down of
all major companies. This is also one of the key role of a business to focus on development of
various strategic choices that will help in revival (Gligor, Gligor, and Bozkurt, 2019). Customers
were also not visiting any company as they were having fear from the communicable disease
which is corona virus. Due to shutdown, all major companies suffered a lot and also faced
various issues and challenges. Aston Martin company also faced a key change in its operations
and functions. The company stopped car manufacturing and on the other side all major car
manufacturing companies also faced critical issues.

Identify A Key supplier in their supply chain (vital supplier)
In the year 2013, Aston Martin signed an agreement with Mercedes Benz group in order
to focus on marketplace operation. The Mercedes company was now liable to supply electrical
systems to Aston Martin and also provide supply of next generation of Aston Martin car This is
also one of the major role of a company to focus on suppliers and supply chain in order to
perform effective operations. The Ford company is also focusing on supplying key resources to
Aston Martin in order to perform key operations. Aston Martin also takes supply from key
competitors in order to develop upgraded and updated technology. The financial management of
Aston Martin also applies key approach in maintaining systematic record of all major
transactions related to supply (Hosseini, Ivanov, and Blackhurst, 2020). The electrical systems
which are supplied by Mercedes are important for Aston Martin in order to gain systematic
development. Aston Martin company also focus on development of strategic policy to maintain
its supply chain. The suppliers of Aston Martin also faced major change in its operations due to
spread of COVID-19 pandemic. It is also one of the key role of supply chain management of
Aston Martin to follow COVID-19 protocols after the supply is resumed. A business should also
focus on key roles of suppliers and develop a major and effective systems to follow command.
The Aston Martin should take help of all its suppliers to deliver good quality and innovation
based products. It is key role of business to also take into consideration development of logistics
management department to focus on key operations with the support of professionalism (Huo,
Gu, and Wang, 2018). It is also one of the major concern of a business to bring overall stability
in its functions with the help and support of strategies and policies.
PART B
Identify if and how the chosen organisation had to change their “business model” with respect to
their supply chain (up and down stream) because of the pandemic
The Aston Martin used to follow universal concept of supply chain in order to facilitate
its development. The business model is considered as key approach which is helpful for
maintaining and developing major aspects of supply chain. In the tough times created by
pandemic, supply chain management of Aston Martin faced key issues which were very essential
to be addressed (Inoue, and Todo, 2019). There was an urgent need in operations of supply chain
and their modifications to develop precise approach. Aston Martin company adopted business

model to facilitate supply chain with key considerations. In the recent times, digital technology is
a major business tool followed by a company to perform quick and accurate operations. The
database management related to supply chain management of Aston Martin is also facilitated by
strategic choices that are made by company. A business organisation at the marketplace should
also practice ethics and integrity in order to maintain supply chain.
Information and technology based models are helpful in creating digital business
environment for the company and are also helpful in supporting business development. The
virtual environment is created by Aston Martin with support of key technological tools that are
effective in business environment. All major companies in the global and domestic marketplace
focus on implementation of various theories and models related to supply chain like resource
based view, transaction cost analysis, Knowledge-based view, strategic choice theory and
systems theory. Implementation of these theories with effective supervision and control can help
in revival of company (Jabbarzadeh, Fahimnia, and Sabouhi, 2018). Also it is crucial role of
Aston Martin to select new suppliers in the marketplace in order to develop an innovation based
approach.
Identify and describe any Government/State “assistance” that the business and/or supply chain
have received3 what has been the effect of this aid
Government plays a key role in a business and also helps in development of a business
entity. The development of a company depends on rules and regulations formulated by
government of United Kingdom. This is one of the major role of a business to focus on
government assistance in order to revive themselves after Lock Down. This is one of the major
role of a business to focus on key competitors and their strengths and develop functioning
accordingly. The assistance which is provided by government includes subsidies and relief funds
which are to be measured by a business entity. The different companies in the global and
domestic marketplace focus on key policies developed by government of different countries to
ensure ethical and legal business (Pettit, Croxton, and Fiksel, 2019). Government of United
Kingdom is formulating corporate laws in order to facilitate development of major companies.
Strategic options which are to be selected by government in order to regulate key practices based
on corporate laws are effective in dealing with issues in corporate business environment.
The supply chain of a business should be capable of handling key resources and utilise
them in a precise and systematic manner. All major companies should focus on strategic

approach in effective manner to gain competency edge. Government of United Kingdom is also
bringing laws and policies to regulate key business operations. The support by government in
terms of corporate laws will also lead to economic development. Monetary policy is also
modified by government of United Kingdom which will help in controlling inflation in the
economy of UK. The monetary policy of UK is essential to be formulated with a professional
manner to control money supply whole economy (Polyviou, Croxton, and Knemeyer, 2019).
This is also one of the key role of a business to focus on analysing competitive strengths and
utilise them in a well defined manner. Government of UK is also preparing an agreement with
other major countries to facilitate trade development after COVID-19 pandemic. The top level
management of Aston Martin should implement best and key practices related to government
policies to achieve marketplace stability.
Describe if and how the supply chain has needed to adapt for the chosen organisation as affected
by the factors concerning the pandemic
Supply chain involves all the procedures required to make a final product available for
the use . In the pandemic time, supply chain was affected and major operations of Aston Martin
got trapped (Wieland, and Durach, 2021). The activities include acquisition , operation, making,
collecting , selling and finally marketing of a particular product , working together to achieve the
goals of an organisation. Earlier companies were interested in inputs and outputs but with the
changes involved other activities like networking, marketing, adapting new technologies and
many more were adopted leading in the strategic management of the organisation with higher
profits, cost reduction and many other benefits for the organisation (Queiroz, and Telles, 2018).
Now because of pandemic, it is major need for Aston martin to facilitate development of supply
chain with support of major strategies. Supply chain has lead to more stronger networks within
different organisations and industries and even outside the national boundaries. Effective market
coverage, optimum utilisation of resources , anytime availability of products depends on the
effectiveness of the supply chain networks. And any loss or glitch in the supply chain network
can lead to the loss of value , reputation or goodwill of the product.
Now it is main role of management of Aston Martin to develop focused and well
managed planning in order to lead the marketplace (Remko, 2020) Aston Martin should adopt
digital technology in supply chain to perform quick and accurate operations. Modern supply
chain management of a business is responsible for management of key goals and objectives that

are helpful in development of a business. Aston Martin company should also hire professionally
trained IT experts in order to develop precise operations.
List the key supply chain related, strategic choices that the organisation has implemented
In the past 2 years, Aston Martin has suffered from a great economic and financial loss
due to COVID-19 pandemic. It is now key role of management to focus on development of
supply chain in order to increase revenue and profitability. The various strategic choices which
Aston Marting has implemented to maintain its supply chain are following:
 Supply chain council- Aston Martin has made a supply chain council and association
which will be helpful in increasing its market strength (Revilla, and Saenz, 2017). The
supply chain council of Aston Martin is having large number of members who will focus
on development of major rules and regulations which are prominent in making supply
chain more flexible and simple.
 Embrace digital technology- Information and technology can be two major tools which
can be used by a business to facilitate development of supply chain (Sabahi, and Parast,
2020). The Aston Martin should use computer and software in order to regulate different
functions related to key supply chain based factors.
 Optimise inventory management- The inventory management should be major priority
of Aston Martin to maintain supply chain in a systematic manner. The inventory
management is also a key function of logistics department of Aston Martin to manage all
aspects related to supply chain.
PART C
RECOMMENDATIONS
This is major responsibility of a business to focus on key recommendations which are
important for an organisation in order to facilitate all major operations related to supply chain
(Sáenz, Revilla, and Acero, 2018). The recommendations for Aston Martin in order to develop
its supply chain are mentioned below:
 Aston Martin should focus on development of systematic process and approach in
order to lead the marketplace.
 The company should also focus on analysing key factors which impact on its supply
chain and largely impact on business operations.

 It is also key role and responsibility of a company to focus on improving distribution
network.
 The review of whole procedures related to supply chain on regular business can also
help and support Aston Martin to maintain supply chain related factors (Wamba,
Dubey, and Akter, 2020).

CONCLUSION
From the above stated report it can be concluded that supply chain management is one of
the major function of a business which helps in systematic arrangement of resources. This
project also concludes that supply chain is a system or network involving the selling or supplying
of various products and services within organisations . Supply chain performs all the activities
involving from the use of natural or raw resources into finished or usable products or services.
This report concludes, it is important for a business entity to focus on key aspects and areas of
supply chain in order to develop effectiveness in different tasks functions. This report also
concludes that strategic and planning framework helps an organisation to support key supply
chain operations with stability.

REFERENCES
Books and Journals
Cheng, J.H. and Lu, K.L., 2017. Enhancing effects of supply chain resilience: insights from
trajectory and resource-based perspectives. Supply Chain Management: An International Journal.
Gligor, D., Gligor, N. and Bozkurt, S., 2019. Distinguishing between the concepts of supply
chain agility and resilience: A multidisciplinary literature review. The International Journal of
Logistics Management.
Hosseini, S., Ivanov, D. and Blackhurst, J., 2020. Conceptualization and measurement of supply
chain resilience in an open-system context. IEEE Transactions on Engineering Management.
Huo, B., Gu, M. and Wang, Z., 2018. Supply chain flexibility concepts, dimensions and
outcomes: an organisational capability perspective. International Journal of Production
Research, 56(17), pp.5883-5903.
Inoue, H. and Todo, Y., 2019. Firm-level propagation of shocks through supply-chain
networks. Nature Sustainability, 2(9), pp.841-847.
Jabbarzadeh, A., Fahimnia, B. and Sabouhi, F., 2018. Resilient and sustainable supply chain
design: sustainability analysis under disruption risks. International Journal of Production
Research, 56(17), pp.5945-5968.
Pettit, T.J., Croxton, K.L. and Fiksel, J., 2019. The evolution of resilience in supply chain
management: a retrospective on ensuring supply chain resilience. Journal of Business
Logistics, 40(1), pp.56-65.
Polyviou, M., Croxton, K.L. and Knemeyer, A.M., 2019. Resilience of medium-sized firms to
supply chain disruptions: the role of internal social capital. International Journal of Operations &
Production Management.
Queiroz, M.M. and Telles, R., 2018. Big data analytics in supply chain and logistics: an
empirical approach. The International Journal of Logistics Management.
Remko, V.H., 2020. Research opportunities for a more resilient post-COVID-19 supply chain–
closing the gap between research findings and industry practice. International Journal of
Operations & Production Management, 40(4), pp.341-355.
Revilla, E. and Saenz, M.J., 2017. The impact of risk management on the frequency of supply
chain disruptions: a configurational approach. International Journal of Operations & Production
Management.
Sabahi, S. and Parast, M.M., 2020. Firm innovation and supply chain resilience: a dynamic
capability perspective. International Journal of Logistics Research and Applications, 23(3),
pp.254-269.
Sáenz, M.J., Revilla, E. and Acero, B., 2018. Aligning supply chain design for boosting
resilience. Business Horizons, 61(3), pp.443-452.
Wamba, S.F., Dubey, R., and Akter, S., 2020. The performance effects of big data analytics and
supply chain ambidexterity: The moderating effect of environmental dynamism. International
Journal of Production Economics, 222, p.107498.
Wieland, A. and Durach, C.F., 2021. Two perspectives on supply chain resilience. Journal of
Business Logistics, 42(3), pp.315-322.